Redesigning wefox's App Onboarding and Homepage

Wefox's mobile app onboarding process was experiencing a significant 35% drop-off rate, with over 10,000 monthly users abandoning the flow before completion. This high attrition rate was directly impacting customer acquisition and increasing the company's Customer Acquisition Cost (CAC).

From previous research, we know that our users are time-poor and don't easily trust new services. By speaking to them, we realized their biggest gripe with our flow was that we were asking for sensitive information. And that we we're asking to for way too much information. Initially we thought of reducing steps in the flow. However, through some quick tests, we realized that building trust was much more important. To tackle that, we redesigned some steps in the flow around asking for sensitive data.

User Research: Conducted in-depth interviews with both successful and dropped-off users. Analysed existing user data and feedback.

Problem Identification: Initially hypothesised that reducing steps would improve completion rates. Further investigation revealed trust-building as the critical factor.

Design Exploration: Focused on redesigning steps requesting sensitive data. Developed multiple prototypes emphasising transparency and security.

Iterative Testing: Conducted quick A/B tests with different trust-building elements. Gathered real-time user feedback on new designs.

Implementation: Rolled out the redesigned onboarding flow with enhanced trust signals. Incorporated clear explanations for why sensitive data was needed.

Monitoring and Optimization: Closely tracked completion rates and user feedback post-launch. Continued iterative improvements based on ongoing user insights.

Quantitative Improvements: Drop-off rate reduced from 35% to 18%. Significant reduction in Customer Acquisition Cost (CAC).

Qualitative Feedback: Increased trust and comfort levels reported when sharing sensitive information.

Business Impact: Higher conversion rate led to increased user base and revenue. Improved brand perception and user satisfaction.

Key Design Outcomes: Designed the start screen animation to entice and grab user interest

Reduced the onboarding screens from 3 steps to a single screen. Reduced cognitive overload on the signup screen and the forgot password flow.

Users praised the new onboarding experience as "seamless and intuitive." Added Biometrics login for users to login seamlesslessly. Added the Terms and conditions.

What we discovered:

Trust-building is often more crucial than process brevity in financial services.

Transparency about data usage can significantly reduce user anxiety.

Continuous user feedback and iterative design are essential for optimising critical user journeys.

By shifting focus from reducing steps to building trust, Wefox successfully transformed its onboarding experience. This case study demonstrates the importance of diving deep into user concerns and challenging initial assumptions to create truly user-centric solutions. The redesigned onboarding flow not only improved key metrics but also enhanced the overall user perception of the Wefox brand, setting a strong foundation for long-term customer relationships.